Dick's Sporting Goods (NYSE:DKS) announced the launch of Chelsea Collective, its first women's fitness and lifestyle boutique. The first two locations will open in August 2015 at Tysons Corner Center in Tysons Corner, Virginia, and Ross Park Mall in Pittsburgh.
Named after the diverse neighborhood in New York City, the Chelsea Collective will have a curated assortment of apparel, equipment, footwear, accessories and beauty products that marry fitness and fashion. Brands include Nike, Calia, Le Sport Sac and Pure Vida.
"As leaders in sporting goods and fitness apparel, we wanted to provide a destination for women who are on their own personal fitness journeys; a store where they can come in and feel part of a community that understands them and their needs," said Lauren Hobart, senior VP at Dick's Sporting Goods and general manager of Chelsea Collective. "We feel Chelsea Collective will meet and exceed this active woman's expectations."
The new shops will aim to form local partnerships to offer benefits and rewards to loyal customers.
Dick's joins a growing number of sporting goods and athletic apparel retailers that have recently put a focus on their women's division. For example, although Foot Locker (NYSE:FL) recently announced the closing of all Lady Foot Locker stores, it is changing its women's wear focus and launching SIX:02, a women's yoga apparel brand.
-See this Dick's Sporting Goods press release
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